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“To enhance the financial well-being of our customers.” This eight-word phrase is the core of First Federal Bank’s mission statement. Well, it’s actually nine words if you ignore the hyphen between “well” and “being.” However, as I reflect on the many company mission statements I’ve read over the years, it’s the hyphen - that small dash - that makes all the difference. It’s what sets First Fed apart from the rest.

You might wonder: why would one hyphenated word make such a difference? The answer lies in the very nature of a hyphenated term, which signifies that two conditions are present simultaneously. In this case, wellness coexists with the state of being. In simpler terms, it means being content or at peace with who you are right now, a feeling that nothing is lacking.

When applied to one’s financial situation, well-being means having the intrinsic sense that one is on the right path toward financial security. And financial well-being has a direct correlation to one’s physical and mental well-being. Experts indicate that a lack of financial well-being doubles the chance of poor overall health and is four times more likely to result in a health condition of some sort.

Whether it’s work, family, health, or finances, achieving overall well-being can be challenging. Add the constant distractions of technology—endless emails, social media posts, screen pop-ups, and text messages—and it’s no wonder we feel more like “human doings” than human beings. So, when First Fed states that its mission is to help us achieve financial well-being, there’s something reassuring, welcoming, and even life-changing in those words.

But delivering on this mission is no easy task. It requires highly skilled bankers and trusted advisors, collaboration across disciplines, a shared culture of excellence and service, and the right financial tools to assess your business or personal financial situation. Only then can First Fed deliver on its mission to provide you with the sense of well-being that comes from knowing your financial life is in order.

As a bank customer and someone fortunate to know First Fed’s board of directors, executives, and bankers, I can attest to First Fed’s bank-wide commitment to helping its customers achieve financial well-being. That means ensuring you have the right bankers, tools and resources required to achieve financial well-being.

So, if a bank that prioritizes your financial well-being – which contributes to your overall well-being – resonates with you, then First Fed is the perfect choice.

After all, First Fed is the only bank I know of that makes your “well-being” its mission.

About Rob Perez

Rob began his banking career in 1979 at Idaho First National Bank, which eventually became U.S. Bank. At the end of his time at U.S. Bank, he managed the Intermountain Division of Commercial Real Estate, which had over a billion dollars in assets and offices in Boise, Spokane, Reno, Las Vegas, and Salt Lake City. Rob left U.S. Bank to found Western Capital Corporation, a boutique business bank now known as Northwest Bank, and to serve as its Chief Executive Officer. During Rob’s tenure, the bank expanded to offices in Portland and Seattle. Rob left Northwest Bank to become the Idaho Regional President for Bank of the Cascades, which was later acquired by First Interstate Bank. Since retiring in 2019, Rob has expanded his real estate investment practice, as well as consulted for several businesses including First Federal Bank.